David Beckham’s advertising activity during the 2026 FIFA World Cup was valued at approximately $25 million, reports Marca.
The former England captain featured in campaigns for at least 11 brands. They included Adidas, Bank of America, Home Depot, Lay’s, McDonald’s, Pepsi, Stella Artois and Verizon.
Experts linked demand for Beckham to his recognition in both Europe and the United States. His playing career and co-ownership role at Inter Miami strengthened his appeal to the US advertising market.
Brands are willing to spend tens of millions securing celebrities who can instantly grab attention during the commercial breaks because they know they’re reaching an audience of billions — Nick Ede, brand and culture expert
Shakira’s World Cup-related commercial value was estimated at about $20 million. The estimate included performances, promotional appearances and renewed interest in her music.
However, Shakira and the other final halftime performers were not paid performance fees by FIFA or Global Citizen. Their potential gains were indirect, through sponsorships, advertising agreements, streaming and worldwide exposure.
Other celebrities involved in campaigns around the tournament included Madonna, BTS, Justin Bieber, Burna Boy, Kim Kardashian, Blackpink’s Lisa and Timothée Chalamet.
